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Corporate event planners and Agencies have different KPIs, priorities, and booking styles – so why do they often use the same venue sourcing strategy?
Venue sourcing is the foundation of successful meetings and events, yet many organisations fail to differentiate between the needs of Agencies and Corporate planners. While Agencies thrive on efficiency, scalability, and margin control, Corporates must prioritise compliance, governance, and internal stakeholder alignment. Despite these distinct priorities, both often rely on the same sourcing strategies, leading to inefficiencies and missed opportunities.
EDGE Venues’, Managing Director, Scott Ford, takes us through the diverging needs of Agencies and Corporates to help us understand more.
Agencies operate in a high-volume, high-speed environment where time is money. Their venue sourcing priorities include:
To achieve this, Agencies often rely on sophisticated venue sourcing technology, supplier relationships, and bulk-buying power to drive efficiencies and maintain a competitive edge.
Corporate event planners face a different set of challenges. Their venue sourcing priorities include:
Unlike Agencies, Corporate planners may not have the same urgency or volume of bookings, but their decisions often require greater scrutiny and internal alignment.
Despite these contrasting needs, many organisations apply a uniform approach to venue sourcing. This can lead to:
Venue sourcing technology must evolve to cater to both audiences. A dual approach should include:
What’s the moral of the story here? Agencies and corporates approach venue sourcing with fundamentally different mindsets, yet too often they are forced into the same sourcing strategy.
By recognising and addressing these differences – through smarter tech, better processes, and strategic alignment – both sides can unlock greater value, efficiency, and compliance in their venue sourcing strategies.
That’s where EDGE Venues comes in. Built for the industry, by the industry, EDGE understands the unique needs of both corporate event planners and agencies. Designed to balance efficiency with governance, it provides the flexibility agencies demand while ensuring the compliance and control corporates require. It empowers event professionals to source smarter, faster, and with confidence. Now is the time to rethink your approach and discover a platform that truly works for you.
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